Sell apartments not talks
City XXI Development is one of a few Russian developers who has the highest AAA rating. We decided to show people what that means: instead of promising, we do our job and give people what they really need.
About the project
INSIGHT
During the past decade, Russian real estate market has been discrediting itself: cheated investors, frozen construction projects, bankrupts… Today it is risky to buy an apartment in building still on the construction stage. Though all the developers promise a lot to their potential clients, the reality is not so inspiring.
IDEA
The message of the print campaign is accessible at first glance. While one speech bubble is empty, the other contains the floor plan of an apartment. Instead of empty promises, the customers are sold apartments. This simple and, at the same time, powerful juxtaposition highlights what makes a trusted developer in times of a Russian real estate market characterised by unreliable business practices. The customers get what they really need.
Red Dot Award
Print campaigns: Winner